Persuasion Lecture 8

Persuasion Lecture 8 - COMM405 Lecture 8 Lecture 8 (March...

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Lecture 8 (March 12, 2010) Differentiation to differentiate one advertisement from another advertisement, advertisers make a claim known as unique selling proposition” . Unique selling proposing is a claim that other products do not have the same qualities and the same effects. Ex: Crest toothpaste made a claim as a unique selling proposition saying that it would reduce the number of new cavities . If other toothpaste makes the same claim, (that will reduce the number of new cavities) in that case, the Crest toothpaste will lose the unique selling proposition. (Cf. example on Pg. 220) Association advertisers try to associate a product with experience of some well-known personalities, like film stars, doctors, teachers, etc. The consumers presume that by buying the particular product they would be identified with the character portrayed in the advertisement. Associating an advertisement with a particular character, it increases the likelihood that the person will be identified with the positive experience portrayed in the ad. Advertisers also associate two different characters showing an old man and an ugly woman,
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Persuasion Lecture 8 - COMM405 Lecture 8 Lecture 8 (March...

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